Kesediaan Membayar Konsumen Beras Organik Kabupaten Sleman dan Faktor-faktor yang Memengaruhinya

Yuditha Chilvi, Hariyani Dwi Anjani, S.P., M.Sc. ; Agus Dwi Nugroho, S.P., M.Sc.,Ph.D.

2026 | Skripsi | SOS.EK. PERTANIAN (AGROBISNIS)

Penelitian ini bertujuan untuk: (1) menetapkan besaran nilai kesediaan membayar (Willingness To Pay/WTP) konsumen terhadap beras organik di Kabupaten Sleman, (2) mengetahui respon sikap, norma subjektif, kontrol perilaku, dan pendapatan konsumen terkait WTP beras organik, dan (3) mengetahui faktor-faktor yang memengaruhi besarnya WTP konsumen beras organik di Kabupaten Sleman. Penelitian dilaksanakan pada bulan Oktober-Desember 2025 di Kabupaten Sleman, Daerah Istimewa Yogyakarta, yang ditentukan secara purposive. Metode dasar yang digunakan adalah deskriptif kuantitatif dengan pendekatan survei terhadap 108 responden yang dipilih melalui purposive sampling. Data dianalisis menggunakan Contingent Valuation Method (CVM) dengan pendekatan iterative bidding untuk mengestimasi WTP, analisis skoring skala Likert untuk mendeskripsikan respon konsumen terhadap sikap, norma subjektif, dan kontrol perilaku, serta regresi logistik biner untuk mengidentifikasi faktor-faktor yang memengaruhi WTP. Hasil penelitian menunjukkan bahwa rata-rata WTP (Expected Willingness To Pay/EWTP) konsumen terhadap beras organik sebesar Rp26.102 per kilogram. Secara parsial, variabel kontrol perilaku serta pendapatan kategori Rp5.000.001-Rp7.500.000 dan di atas Rp10.000.000 berpengaruh nyata meningkatkan peluang konsumen bersedia membayar di atas nilai EWTP, sedangkan sikap, norma subjektif, dan kategori pendapatan lainnya tidak berpengaruh nyata. Saran penelitian yaitu (1) petani beras organik perlu mempertahankan kualitas produk dan kepemilikan sertifikasi organik untuk menjaga kepercayaan konsumen, (2) pemerintah daerah perlu mendukung penurunan biaya produksi melalui subsidi dan kemudahan sertifikasi, (3) lembaga pemasaran perlu menerapkan strategi segmentasi harga sesuai kelompok pendapatan konsumen, dan (4) konsumen disarankan merencanakan pengeluaran pangan dengan mempertimbangkan beras organik sebagai investasi kesehatan jangka panjang. 

This research aims to: (1) estimate consumers' willingness to pay (WTP) for organic rice in Sleman Regency, (2) determine consumer response of attitude, subjective norm, behavioral control, and income toward WTP for organic rice, and (3) identify the factors influencing the magnitude of consumers' WTP for organic rice in Sleman Regency. This research was conducted from October to December 2025 in Sleman Regency, Special Region of Yogyakarta, determined purposively. The basic method used was descriptive quantitative with a survey approach involving 108 respondents selected through purposive sampling. Data were analyzed using the Contingent Valuation Method (CVM) with an iterative bidding approach to estimate WTP, Likert-scale scoring analysis to describe consumer response toward attitude, subjective norm, and behavioral control, and binary logistic regression to identify the factors influencing WTP. The results showed that the average WTP (Expected Willingness To Pay/EWTP) of consumers for organic rice was IDR 26,102 per kilogram. Partially, behavioral control and the income category of IDR 5,000,001-7,500,000 and above IDR 10,000,000 significantly increased the probability of consumers being willing to pay above the EWTP, while attitude, subjective norm, and the other income categories were not significant. Research suggestions are (1) organic rice farmers need to maintain product quality and organic certification to keep consumer trust, (2) local government needs to support the reduction of production cost through subsidy and certification assistance, (3) marketing institutions need to apply a price segmentation strategy based on consumer income group, and (4) consumers are encouraged to plan food expenditure by considering organic rice as a long-term health investment.  

Kata Kunci : Willingness To Pay, beras organik, contingent valuation method, regresi logistik, teori planned behavior